Understanding your organisation’s digital identity has become more critical to spread your message in the ever-changing digital landscape.

Our highly practical Mastering Digital Communications course is specifically designed to provide you with the digital tools to better navigate different media platforms. Learn how to build trust with your audience and improve engagement.

Develop a more effective digital communication strategy to support your organisation’s core communication objectives. Identify how social media analytics can track and improve your success.

Leave the day with a toolkit that provides you with enhanced capability in digital communication, social channel management and implementation.

Unlocking the Power of Virtual

Our virtual courses have been designed with you in mind. From group exercises in breakout rooms to live chat, whiteboards and interactive polls, we use a range of tools and techniques to ensure that you can connect with your trainer; network and share best practice with your peers and leave the day with the skills you need.

Our courses provide you with an interactive and engaging learning environment that can be accessed from any location, helping you to continue to connect, learn and grow. Click here to discover more!

Please note we will use Zoom to virtually deliver this course.

trainer photo
Alistair Beech
Social Media and Digital Communications Manager - The University of Manchester

Alistair is the Social Media and Digital Communications Manager at The University of Manchester, where he oversees the strategic direction of corporate channels totalling over 1 million followers and leads a hub of social media professionals across campus.

He is an experienced digital marketing and communications specialist with over twelve years’ experience in public and private sector roles, including agency and in-house. Alistair has spent the last eight years working in Higher Education and is a regular presenter and trainer.

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Learning Outcomes

  • Identify the most effective digital communications channels for your organisation
  • Develop a content strategy for day to day and campaign activity, ensuring accessible social media content
  • Learn how social advocacy programmes can engage internal colleagues and external audiences
  • Learn how to measure success and impact – review and track key digital metrics
  • Understand how to protect and enhance online reputation for your organisation
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:25 - 09:30


09:30 - 10:00

Trainer’s Welcome and Clarification of Learning Objectives

10:00 - 10:30

Introduction to Digital Communications and an Overview of the Latest Trends

  • Trends, online user behaviours and expectations
  • Developments in digital communications strategies
  • Establishing an appropriate online tone of voice
  • Social listening tools and strategies
10:30 - 10:45

Practical Session: Analyse the Effectiveness of Digital Communications in Your Own Organisation

  • Evaluate and identify gaps in your organisation’s current digital communication strategy
10:45 - 11:00

Morning Break

11:00 - 11:30

Channels, Content and Engagement

  • Understand the differences between the major platforms
  • Develop a content strategy to help meet your objectives and generate audience engagement
  • Learn how to make your content accessible to all
11:30 - 11:45

Practical Session: Develop a Digital Content Model

  • Develop a digital content model that meets your organisation’s objectives
11:45 - 11:50

Comfort Break

11:50 - 12:30

Social Media Analytics

  • Understand why social analytics matter
  • Identify which metrics to measure and report on
  • Measure success and impact – reviewing and tracking metrics consistently
12:30 - 13:30


13:30 - 13:45

Reflection Session

  • Short quiz to test delegate learning from morning session
  • Delegates will have time to ask questions and share views with one another
13:45 - 14:15

Social Advocacy

  • What is it and how to introduce a programme in your organisation that meets objectives
  • Tools and techniques to engage internal/staff advocates
  • Evaluate effectiveness of advocacy programmes
  • Group discussion: Identify advocates in your organisation
14:15 - 14:30

Afternoon Break

14:30 - 15:10

Getting the Most from Social Media: Paid Social, Reputation and Crisis Management

  • Maximise your key messages to reach different stakeholder audiences using paid channels
  • View examples of good practice for paid social
  • Protect reputation – how to monitor and respond to negative comments about your organisation
  • How to plan for and respond in a crisis
  • Ensure transparency and accountability with public interest messaging
15:10 - 15:15

Comfort break

15:15 - 15:45

Workshop: Developing a Digital Communications Strategy

Develop a personalised action plan to develop your digital communications and identify the best ways to ensure both your team and organisation benefit from the day’s learnings.

15:45 - 16:00

Round Up and Key Takeaways


Central Government & Agencies - Virtual

Delegate Price

Local Government, Housing, Education & Health - Virtual

Delegate Price

Charity - Virtual

Delegate Price

Private Sector - Virtual

Delegate Price


“I found this in-depth course incredibly useful for the breadth of topics it covered in one day, and for the tools it gives you for taking action afterwards!”
Mastering Digital CommunicationsDigital Communications Officer, Yorkshire Wildlife Trust
“This is an excellent course for anyone wanting to learn more about digital communications and how to measure how effective they are in your organisation. The course was delivered very professionally and I felt very engaged throughout even though it was remote”
Mastering Digital CommunicationsCommunications Manager, Magenta Living